Dakhl — Redesigning SnappFood’s CPC Ad Platform

Phase 1 — Create Campaign Flow

(One-month sprint focused on the MVP bottleneck)

Our first priority was to fix the campaign-creation experience.
Most vendors were abandoning setup because the calendar was almost unusable, the budgeting process was confusing, and the CPC bid input offered no guidance at all.

Goals

• Simplify the campaign-setup process

• Help vendors make decisions using real data

• Build a baseline understanding of CPC concepts and mechanics

1️⃣ Contextual Onboarding — introducing missing education

When we began, there was no documentation or in-product guidance explaining how CPC advertising worked.
Vendors had to guess what ad placements, bidding, or performance metrics even meant.

To address this, we added a short three-step onboarding directly before campaign creation.
Each screen used real app examples to explain what CPC is, where ads appear, and how campaigns impact visibility and orders.

Outcome: vendors finally had a built-in reference that clarified previously confusing concepts such as placement logic and campaign performance, laying the groundwork for better decision-making in later phases.

2️⃣ Budget Selection — from manual input to guided choices

The original MVP relied on a free-text field for campaign budget, which left vendors uncertain about what amount was appropriate.
We replaced it with radio-button options based on Power BI averages gathered with the Product Manager.
Budgets were displayed from lowest to highest to guide decisions progressively while still keeping a custom option for advanced users.

This change answered the question “How much should I spend?” through structure rather than explanation, helping vendors feel more confident about their initial choices.

Outcome: cleaner interaction, higher completion rates, and greater control over budget distribution without removing flexibility.

3️⃣ Campaign Duration — redesigning the calendar and adding intelligent chips

The calendar component was previously non-functional and a major source of friction.
I redesigned it completely and introduced suggestion chips—such as Today, Weekend Promo, and 7-Day Run—both on the main interface and within the calendar itself.

Analysis from Power BI and Google Analytics showed that most campaigns lasted one day or less, so the Today chip was visually prioritized and set as the default.
This redesign aligned the interface with real vendor behavior while keeping flexibility for longer campaigns.

4️⃣ CPC Bid Slider — nudging behavior through transparent data

Previously, the CPC bid was just a plain number field.
I replaced it with a ranged slider divided into three semantic regions—Low, Average, and High—each paired with a short contextual message describing the impact of choosing bids from that range.

The default value was automatically set to the average CPC of the vendor’s area (from Power BI data).
Over time, as vendors selected higher bids, the regional averages increased, gradually shifting the slider’s balance—creating a self-adjusting system that improved bid distribution platform-wide.

These changes transformed campaign creation from a trial-and-error process into a structured, data-guided flow.
By clarifying terminology, improving usability, and adding subtle behavioral nudges, we gave vendors confidence to launch campaigns successfully and laid the foundation for later improvements in transparency and performance.